Our New Library: Why Public Libraries Still Matter

This past weekend, our long-awaited new branch library finally opened. We’ve been waiting more than seven years for it to be built. The old branch that it replaces has been closed for many years.

Situated right next to our fire station, it is the new hub for our community here in northeast Greensboro. There were many projects that bumped the library down the city’s “to-do” list over the years, but it is here now.

The grand opening was so well attended, I couldn’t get anywhere near it on its opening day. When I visited on the following day, I saw a 21st century space full of light and open spaces and people.

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Interruption v Invitation Marketing for K-12 Publishers

The seismic shift that has occurred in marketing is that we have moved from an interruption model to an invitational model in marketing our company messages.

For years, the interruption model was effective in using broadcast and advertising media to inform prospects of a company's goods and services. Now, despite the channel, prospects are experts at dodging and ignoring broadcast and print ads.

The new effective method of marketing is through an invitation model where a company builds relationships with its community and freely shares content that is important to that community. Companies accomplish this through outbound communications such as newsletters, white papers, videos and social media while letting prospects know they are ready to serve when the prospect is ready to buy. This is called content marketing.

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